The IPA TouchPoints initiative - creating the missing link

Lynne Robinson, Jennie Beck and Steve Wilcox

The IPA TouchPoints Initiative is a UK and global first. The initiative, led by the UK communication agencies, has produced the first holistic view of how consumers use a wide range of media channels, and how this usage fits in with their daily lives.

The IPA TouchPoints initiative – creating the missing link

Lynne RobinsonInstitute of Practitioners in Advertising, United Kingdom

Jennie BeckRSMB Research, United Kingdom

Steve WilcoxTNS Media, United Kingdom

INTRODUCTION

The global media landscape...

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